BMW, a heavyweight at WOM marketing strategy, has a few learning points for us.

1. Different markets want different things, so segment and specialize your engagement markets

“One of the most important ways to sell a car in China is word-of-mouth. People are listening to their friends, customers want to know what are the experiences of others with a product. So they are listening carefully. If you do not deliver the highest quality all of the time, your customer satisfaction goes down. Dissatisfied customers always talk about that they are not satisfied. So immediately if you don’t deliver, it would affect sales, [and] sales would be going down.” – Karsten Engel, CEO of BMW China

The “Test Drive a BMW and Support a Team USA Athlete” campaign was mutually beneficial, as BMW donated $10 to Team USA for every car, while the partnership combined the two causes and the two target audience, creating more content and platforms for WOM.

So, BMW taught us…

Knowing your markets and figuring out what works best is key

Pampering your customers as well as engaging with them on social media is a good way to assure brand loyalty

Pairing up with organisations for a good cause helps create a positive brand image

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